Reading Habit and the Changing Media World: An Empirical Study on Newspaper Reading Habit of Japanese Readers

摘要

Japan has a very blooming and powerful newspaper industry, with the top three largest newspapers in the world are all Japanese newspapers. Some domestic papers have discussed the traits and success factors of Japanese newspaper industry, but none of them have done any empirical study in Japan. This research used investigative method, gathering 208 questionnaires from Tokyo, in order to directly analyze and understand Japanese newspapers and readers. We found that a high percentage of Japanese have the habit of reading newspapers, and their loyalty toward newspapers are high. But on the other hand, younger people have much lower reading rate and loyalty than the elders, and this will be a big issue for Japanese newspapers. Some discussions and suggestions for the innovation of Japanese newspapers were also proposed.